Relativity and Major League Gaming announced a partnership on Tuesday in sports management, digital media, and television. Relativity CEO Ryan Kavanaugh will also join MLG’s board of directors.

MLG, which is, essentially, a league for professional videogame players (or “eSports”) will now have Relativity to exclusively develop its unscripted television series and web content, and a stable of Relativity’s actual sports talent from which to chose (NBA star Dwight Howard and the NFL’s Dex Bryant — both Relativity clients — recently played in and hosted MLG’s Pro Circuit Championship). Relativity, on the other hand, will have access to MLG’s audience, the vast majority of which is young men.

“Relativity is committed to creating a wide-variety of high-quality, engaging content across all platforms,” Kavanaugh said. “We share a vision with MLG, which has a truly unique opportunity to establish a model for digital and sports media businesses with its touch points across all platforms – mobile, social, digital and broadcast.”

“Since our inception, our goal has been to turn competitive video gaming into the ultimate digital spectator sport,” said MLG CEO Sundance DiGiovanni. “Through this collaboration with Relativity, we will now introduce MLG’s premium content and competition to an even broader global, mainstream audience across feature films, television, sports and digital.”

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